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MEASUREMENT

MEASUREMENT. An attempt to provide an objective estimate of a natural phenomenon e.g. measuring height or weight. Measurement scales. Nominal Scales Categories -- mutually exclusive and collectively exclusive. Ordinal Scales Rank order – e.g. most important to least important.

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MEASUREMENT

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  1. MEASUREMENT An attempt to provide an objective estimate of a natural phenomenon e.g. measuring height or weight Marketing Research

  2. Measurement scales Nominal Scales Categories -- mutually exclusive and collectively exclusive. Ordinal Scales Rank order – e.g. most important to least important. Interval Scales Ordinal + the intervals between data points are equal. Ratio Scales Above + a meaningful absolute zero or origin. Marketing Research

  3. Measurement scales: Example How could you measure height using the following levels of measurement? Nominal Scales Ordinal Scales Interval Scales Ratio Scales Marketing Research

  4. Measurement error Evaluate my bathroom scale: Is it ACCURATE? Marketing Research

  5. Reliability Consistent results over time. Measures are free from random error. Test-Retest Reliability: Obtained by repeating the measurement using the same instrument under as nearly the same conditions as possible. Marketing Research

  6. Validity Addresses the issue of whether what we tried to measure was actually measured. How do I know if my bathroom scale is valid? That is, does 160 really MEAN anything? How could I know this with my bathroom scale? JUST using the same scale Using ANOTHER scale. Marketing Research

  7. Types of Validity Face validity Content validity Criterion-Related Validity Predictive Validity Concurrent Validity Construct Validity Convergent Validity Discriminant Validity All types of validity are related. Marketing Research

  8. Reliability and Validity Illustrated Situation 1: A lack of reliability my scale varies a lot (150, 160, 170) Situation 2: High reliability, but lacks validity My scale always shows 160, but other scales are different Situation 3: Reliable, consistent, and valid ALL scales show a consistent 160 Marketing Research

  9. Scaling Scaling Defined In order to decrease noise: you measure something several times Unidimensional scaling Multidimensional scaling Graphic Rating Scales Present to respondents with a graphic continuum typically anchored by two extremes Marketing Research

  10. The End Marketing Research

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